Ms Orla Twomey:

If the advertising for any product category is subject to a legislative ban, there will not be any advertising and we will not get complaints. I do not know how fast that could happen. Even if that is a policy aim for the Government or the EU, we still need to make sure that, in the interim, the advertising in place is responsible. This is an evolving area. Our understanding of the issues is also evolving. The guidance on substantiation for the life cycle would still need to be developed by the EU. With most of these matters, bans do not come in overnight. There is a consultation process. From an ASAI point of view, we still need to continue to do our work to ensure that we develop our understanding in this area and , insofar as we possibly can, that our decisions do not have unintended consequences. Like everybody else, we understand that there is a real issue here.